E-mart Unveils First Standalone No Brand Store in Ulaanbaatar, Targets 15 Mongolia Outlets by 2028
Korean retail giant E-mart has officially inaugurated its first standalone No Brand store in Mongolia, marking a significant milestone in its global expansion strategy. This new establishment further solidifies E-mart’s role as a vital export platform for Korea’s burgeoning small and medium-sized enterprises (SMEs).
Launched by E-mart in 2015, No Brand is renowned for its commitment to offering high-quality, budget-friendly products. The supermarket brand’s core philosophy centers on delivering essential items with superior value, prioritizing product excellence over brand prestige.
Spanning 836 square meters, the new Ulaanbaatar No Brand store, strategically situated in the city’s Yarmag district, proudly stands as the largest standalone No Brand outlet outside of South Korea. Shoppers can explore a diverse selection of approximately 5,000 products, featuring 1,100 exclusive No Brand items alongside popular Korean and carefully selected locally sourced goods. Notably, E-mart confirms that roughly 70 percent of its No Brand product offerings are manufactured by domestic Korean SMEs, showcasing a strong commitment to supporting local industries.
This expansion follows E-mart’s recent signing of a memorandum of understanding (MOU) with its esteemed local partner, SKY Hypermarket LLC. This collaboration was catalyzed by E-mart’s selection for the prestigious overseas retail expansion support program, backed by Korea’s Ministry of Trade, Industry and Energy (MOTIE) and KOTRA.
The strategic agreement outlines a comprehensive plan for both entities to collaborate closely on bolstering No Brand’s market presence, significantly boosting the sales of high-demand Korean products, and executing impactful joint marketing initiatives across the Mongolian market.
The successful launch of this new No Brand retail outlet further strengthens E-mart’s established decade-long presence and operational expertise in Mongolia. Since opening its first outlet in 2016, E-mart has strategically developed a network of six stores, comprising both large-format supermarkets and convenient neighborhood stores, each meticulously tailored to serve distinct commercial districts. Impressively, E-mart reports that its existing Mongolian stores collectively draw an average of approximately 30,000 visitors every weekend, underscoring strong consumer engagement and market demand.
No Brand products have demonstrably achieved significant traction and popularity within the Mongolian market. Last year, sales of No Brand merchandise in Mongolia impressively surpassed 10 billion won (approximately $6.6 million USD), with projections indicating a further increase to exceed 12 billion won this year, reflecting robust growth and consumer confidence.
Looking ahead, E-mart’s ambitious strategy includes expanding the standalone No Brand network to 15 stores across Mongolia by 2028, coupled with the establishment of a dedicated logistics cluster to optimize supply chain efficiency for the brand. Its long-term vision aims even higher, with plans to operate a total of 50 No Brand stores nationwide within the next decade, significantly broadening its reach and accessibility.
“The launch of this No Brand store marks a powerful new growth engine, leveraging the extensive distribution expertise and deep customer trust E-mart has meticulously cultivated in the Mongolian market over the past decade,” stated Han Chae-yang, CEO of E-mart.
“Our commitment is to relentlessly expand K-retail platforms, not only facilitating the entry of outstanding Korean products into diverse overseas markets but also fostering invaluable growth opportunities for both local Mongolian consumers and Korean businesses alike.”
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